The TV shopping is a marketing dissemination pattern which requires the television station, the merchants and the consumer’s interactions. The direct broadcasting shopping pattern is now becoming the mainstream of Chinese TV shopping and demonstrating the conformity indication of media, retail trade and the circulation of materials, meanwhile, it has tremendous impulse to Chinese other retail trade patterns. In 1995, the TV shopping program was first broadcasted by Beijing, Shanghai, Guangzhou and Shenzhen television stations. The new, wonderful, special commodities and the brand-new sales idea had won a lot of IN consumers overnight. After 2000, due to the traditional pattern gradually lost the charm towards clients, the TV direct selling had been experiencing its downhill path for a while. At the end of 2000, the number of TV shopping companies was sharply declined from over one thousand to only two or three hundred and the professional gross income also shrank from 20 billion RMB to 4 billion RMB.
Starting from 2003, some shopping channels geared up in local television stations to rally their forces after this defeat. New shopping channel is just a medium trader, and differing from previously commodity through TV direct selling. What’s more, owing to its bases upon broadcasting group, shopping channel enjoys the strong brand and customer’s prestige, therefore, its development potential is quite powerful. Shanghai OCJ, Hunan Happigo and Zhejiang Haoyigou are the top-notch who swim with the new TV shopping tide. All in all, the new direct broadcasting shopping has its own distinguished characteristics:
1. Shopping channelization. The former TV shopping occupied the TV station’s non-prime time, taking advantages of each channel’s edge spell to broadcast direct selling information; the new direct broadcasting shopping adopts the whole channel or hypothesized channel to run TV shopping business, concentrating in the professional channel, broadcasting at large-scale time, which forms a constant stimulation to the consumer’s senses of hearing and vision, hence has brought very high sales volume.
2. TV direct broadcasting liability. One’s consumption impulse plays an important role in his shopping behavior; the TV direct broadcasting would greatly stimulate the consumption impulse. Since the beginning of broadcasting, “Happigo” has been adopted the internationally popular sales way—TV direct broadcast, selling commodity with 8 hours’ direct broadcasting every day. TV shopping direct broadcasting displays audio-visual sales statistics, intense visual shock, appealing sound and the immediate interaction effects, in which the former TV shopping is deficient.
3. Direct selling liability. The product goes directly from the supplier to the consumer, omits the middle links, thus the circulation of materials has been provided with efficiency enhancement. Opposite to traditional medium trader (e.g. supermarket), it has reduced approach fees and so forth, the nonessential costs.
4. Chain liability. The chain-like management marketing pattern takes TV media of Pan-Chinese certain developed cities as chief circuits, with the unified commodity purchase, the unified call orders, and the unified service standard assemblies and deliveries, enables the scale to be the profit. For instance, “Happigo” has already covered the entire Hunan Province. It is without peradventure that once you chose the direct broadcasting shopping means you are to success. There are several tips to turn such attraction into purchasing power: As you should choose appropriate best seller. Not all commodities are suitable to this kind of pattern, the product which appears onto the screen ought to be those are novel, unusual and highly-technical ones, or those seem simple at first sight but actually require complex operation and explanation. And we also need a wise linkman, and all the TV shopping program has a linkman who explains the product’s information and introduction, apart from introducing, they should give free rein to expense appeal ability, arouse consumer’s purchase desire; Tips also include the conformity of multimedia, TV shopping can transform the on-line shopping, the mail-order, such channels of distribution into the net of TV shopping, making a bigger cake corporately.
In consideration of the fact that Chinese television has high popular rate and high viewing ratio, and the consumer trusts the national television broadcast station, we may foresee, the TV shopping will be more and more popular, and the business opportunity will emerge unceasingly.
This report is carefully and painstakingly presented by China Research and Intelligence. The report not only introduces the TV shopping’s development course, development patterns, merits and demerits in global and China, but also analyzes the successful enterprises, products and medias in Chinese TV shopping market systematically. And it also provides the solution scheme of TV shopping, elaborates the existing opportunities for investment in TV shopping profession, and puts forward the development proposal. The report is highly worthwhile towards those TV shopping Industry operators and potential investors to understand the profession’s present situation and the development tendency hence grasp the market opportunity.
To get more details, please visit http://www.shcri.com/reportdetail.asp?id=277
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Can’t wait to shop in Shanghai? Well then, which are the best places to shop in this consumption-crazy city in China?
Shanghai is well known for some of the best shopping experiences you’ll find among major cities in China. When visiting Shanghai you’lll surely pass through the city’s two major commercial streets — upscale Nanjing Xi Lu (Nanjing West Road) and bustling Huaihai Lu (Huaihai Road).
But there’s a lot more to shopping than these two obvious places. Indeed, you’ll find streets big and small full of shopping centres. You’ll be able to plan a full day of shopping if that’s what you want. Even if you don’t really feel like shopping you should still visit them. (I know you’re a guy but you’re already in Shanghai, right?)
Shopping in Shanghai is an experience you will never forget. Whether or not you are a shopping fanatic, there are various shopping malls selling anything from high-priced luxury goods to stylish and affordable casuals and traditional Chinese handicrafts.
I should mention that as I’m writing this article, the infamous Xiang Yang Market has already been closed down. Some of you out there reading this will have fond memories of highly-charged bargaining sessions with fake goods vendors who speak six different languages.
Here are a few shopping highlights in Shanghai, starting with Nanjing Xi Lu…
Shanghai’s Plaza 66
Where: 55 Nanjing Xi Lu, near Shaanxi Lu
Plaza 66 is crystalline proof of Shanghai’s diligent obsession with consumption. Arguably, it’s the fanciest shpping mall in Shanghai, with a frosty demeanor to match.
Whether you’re looking for Prada for pret-a-porter, Waterford for cystal, Bose or Bang and Olufsen for sound, Plaza 66 has over 100 famous brands.
With its dazzling array of designer brands, this place is perfect for the nouveau riche with money to burn. There isn’t another shopping mall as luxurious as this one in Shanghai.
A five-minutes walk from the Portman Ritz-Carlton Hotel, Plaza 66 has a cafe in the atrium and a few restuarants perched on the fifth floor.
Shanghai’s Citic Plaza
Where: 1168 Nanjing Xi Lu, near Plaza 66
A bright, gleaming five-storey mall offering a varied mix of clothing labels, Citic Plaza is a five-minutes walk from the Shimen Yi Lu metro station.
From high-end designers such as Karl Lagerfeld, Chloe and Kenzo to the more affordable casuals from Tough and Esprit, this is a mall with more reasonable prices.
Whether you’re wealthy or light on budget, this place is perfect for anyone with an eye for fashion.
Feeling hungry after all that shopping? No worries there.
Every floor of the mall offers a restaurant — from McDonald’s (you’re not going to eat at McDonald’s in China, are you?) in the basement to super buffet Golden Jaguar (unlimited sashimi and Pacific oysters) on the third floor to chic Sichuan restuarant China Moon (puts your local Chinatown Sichuan restuarant to shame) on the fourth.
By the way, there’s also a convenience store and English-Chinese language bookstore in case you’re looking for mineral water or maps.
Shanghai’s Westgate Mall
Where: 1038 Nanjing Xi Lu, near Citic Plaza
A smart, well-organized shopping haven, offering up a range of trendy shops from Burberry, Givenchy and Versace to Chinese label Zuczug. The Westgate Mall is perfect for mall lovers with cash to spend who fancy a change from their usual hang out.
Also a couple of minutes walk from Shimen Yi Lu metro station, the Westgate malls offers a Studio City Cinema (with super sound system), Watson’s, a small supermarket in the basement, Marie France sliming clinic and an Isetan Department store ( a major Japanese chain) accessible on every floor.
And much, much more…
As I mentioned before, Nanjing Xi Lu and Huaihai Lu are the most prominent shopping streets in Shanghai but they’re not the only ones. These are the modern shopping malls and they’ll give you a good idea of how things have changed in China over the last 20 years.
Other Shopping…
If you go on older streets like Dongtai Lu you’ll find classical hand-made items. This handicraft market offers a variety of classical items like Chinese ceramics, jade, bronze, wood articles, paintings, and calligraphic works. You can also get your tools there if you are an artist yourself or plan to be.
More of an intellectual shopping street, Fuzhou Lu boasts a vast collection of bookstores in Shanghai. Not only does it offer over thirty bookstores but also has some of the oldest bookstores (some over 100 years old) in Shanghai.
Shopping in Shanghai is probably the most time-consuming activity in Shanghai whether for visitors or locals. With big shopping malls on the more popular streets to small boutiques or specific markets on smaller streets, Shanghai is where shopping fanatics will find their Paradise.
I’m a foreigner who traveled to Shanghai and realized it is hard to have a great time in Shanghai when you are not well-informed. That is why I decided to come up with a complete online guide with the latest information and tips on having a great time in Shanghai, whether you’re traveling to Shanghai or living in the city.
